Trigger marketing is a term used to target customers through messages, offers and product service recommendations and similar preferential treatment based on a trigger. A trigger is a mechanism to automate reactions based on events. Triggers can be based on number of factors over a time period. CRM solutions provide the tools to monitor and enable trigger marketing with effective utilization of available information.

Triggers in CRM can be categorized into triggers based on life stage, behaviors, expiration, credit and external influences. Customers form the pivot of any business and it is important to base the marketing strategies on the life stages of the customer. Better opportunity exists to close a sale for an insurance firm when the information of customer house purchase is gathered. This information can be a source of targeted sales and the organization can execute a home insurance sale as a bundled offer with other security services of other partners.

Customer future intent is obvious through a scan of patterns in purchase or expenses. Transactions and behaviors of customers in certain categories indicate tours and travels, building improvement etc. Credit card organizations and banks can benefit a great deal by observing customer patterns to suggest appropriate product offers. Online behaviors provide a clear idea about needs and interests of the customer. This information can be utilized by the organizations to predict on the decision making process of the customer and serve offers or promote interactions to direct them to the relevant site or dealer.

Some products or services sold have maturity or expiration dates. This information is available with the selling organization. The organization can use this information to send messages or mailers for renewal or repurchase of the product. The changing economy and competitive environment requires that the organizations scout for competitive advantage and adapt to the dynamics of business with effective CRM solutions.